That journey starts the moment the email arrives in their inbox... and ends the moment they decide to act on your offer, providing you with a solid, actionable lead.

As you’re about to read, that journey consists of three specific “click points”—critical moments of decision that determine whether your prospects advance to the next step in the journey, or pass you and your offer by.

In email marketing, a poorly written message = few (if any) good leads.

But when you use a proven formula for success, your leads are better—and you generate a lot more of them.

Check out our a short-and-sweet guide to writing emails that successfully take your prospects on a journey from an engaging opening line, to a message that speaks to the things they care about, to a clear call-to-action that maximizes click-throughs.

But as we discussed at our April session of Business Wise Insiders, thinking about email as an uphill battle can actually help you write more compelling messages that generate more good leads. Here’s how: